摘要:The IMPORTANCE OF CRM FOR THE CONSUMER ELECTRONICS MANUFACTURING INDUSTRY AND OEM BUSINESS IN CHINA
CERTIFICATE OF ORIGINALITY i
abstract ii
ACKNOWLEDGEMENT iii
DECLARATION iv
TABLE OF CONTENTS v
LIST OF TABLES vii
LIST OF FIGURES viii
CHAPTER 1- INTRODUCTION 1
1.1 Background 1
1.2 Problem Statement 1
1.3 Project Objective 2
1.4 Thesis
Outline 3
CHAPTER 2- LITERATURE REVIEW 5
2.1 Background of CRM 5
2.2 Definition of CRM 5
2.2.1 CRM as strategy 14
2.2.2 CRM as technology 17
2.2.3 CRM as process 21
2.3 CRM System 25
2.3.1 The key components 27
2.3.2 The Implementation 28
2.3.3 The factors influences CRM implementation 34
2.3.4 The issue and problem 55
CHAPTER 3- RESEARCH METHODOLOGY 57
3.1 Introduction 57
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3.3 Methodology 58
3.3.1 Qualitative study 58
3.3.2 Survey study 58
3.4 Project Plan 58
CHAPTER 4- SITUATION OF CONSUMRER ELECTRONICS MANUFACTURING AND OEM BUSINESS INDUSTRY IN HONG KONG AND CHINA MAINLAND 60
4.1 Introduction 60
4.2 Company Background 60
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4.4.2 Customer database 63
CHAPTER 5- Data Collection 65
5.1 Qualitative Analysis 65
5.1.1 CRM analysis and planning 65
5.1.2 CRM Implementation 66
5.1.3 The measurement of the success of CRM implementation 67
5.1.4 Conclusion 67
5.2 Quantitative Analysis 68
5.2.1 The survey 68
5.2.2 Data collection 71
5.2.3 Research results and discussion 71
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6.2 Limitations of the research 88
CHAPTER 7- CONCLUSION AND RECOMMENDATIONS 89
APPENDICES 90
REFERENCES 98
CHAPTER 7- CONCLUSION AND RECOMMENDATIONS
In conclusion, the project has achieved the settled objectives in the first place. Firstly, through the industry analysis on consumer electronics manufacturing OEM business in Hong Kong and mainland China as well as the response from the data collection and questionnaire results and analysis, it already identified and indicated that the problems which facing with current CRM system implementation in this specific industry are mainly related to lack of cross-functional coordination, communication and lack of integration capabilities as well.
Secondly, on the basis of questionnaire feedback and answers, it found out that the Critical Success Factors for CRM system implementation in organizations are mainly involves with CRM vision, CRM strategy, Top management, People, Communication and Project factors such as user participation, project team skills and so on.
Lastly, through the questionnaire and the results, it can understand and know that there are several aspects which including customer satisfaction, communication, connection, coordination, convenience, profitability, business tasks, strengthen customer relationship, decrea
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